The only way to achieve real growth is such innovative offerings that they develop create new categories or subcategories making competitors irrelevant because it’s missing a feature or benefit “must have”. The alternative, participation in “my brand is better than your brand” brand preference competition, almost never works because the market inertia. This article, which shows in part on hundreds of case studies, how to identify the “must haves” and discusses barriers to competitors going to be like … Read more »

The only way to achieve real growth is such innovative offerings that they develop create new categories or subcategories making competitors irrelevant because it’s missing a feature or benefit “must have”. The alternative, participation in “my brand is better than your brand” brand preference competition, almost never works because the market inertia. This article, which shows in part on hundreds of case studies, how to identify the “must haves” and discusses barriers to competitors like the above functional advantages, find common interests with customers, continuous innovation, excellent design, scaling the concept, always a copy, branding and innovation.
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from
David A. Aaker
Source: California Management Review
15 pages.
Release Date: 1 February 2012. Prod #: CMR501-PDF-ENG
Win the battle and then build brand relevance competitors Barriers HBR case solution

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